A while back I was driving along the Jerusalem highway scanning the radio stations. On one frequency, a very intense dance beat was exploding out of the speakers. I was about to move the dial some more in search of a Jewish tune when the vocalist started in. Shock of shocks, he was a heavily Hassidic singer, complete with eastern European pronunciation. And what was he singing? “Kumee oy’ree ki va oy-reich..” from 16th century Rabbi Shlomo Alkavetz’ classic Sabbath poem, L’cha Dodi. Before he had began his rendition I had been expecting something like “Oh baby, the way you move with me …”!

You do not have to hire a publicist or advertise through a booking service to promote your books on talk radio. My friend Stephen Schochet and I have been scheduling our own radio appearances for several years. Working independently, we have, between us, logged over 1,000 interviews, and we continue to sell our books, CDs, and audiotapes year in and year out.